MODEL PENINGKATAN KINERJA PEMASARAN MELALUI FAKTOR KARAKTERISTIK PIMPINAN, ORIENTASI PASAR DAN ORIENTASI PEMBELAJARAN (Studi Pada UMKM Patung dan Ukir Di Sentra Industri Mulyoharjo Jepara)

Abstract

Leaders as the top management plays crucial role in assuring the success of every organization programs aimed at achieving the excellence of marketing performance. To get prominent marketing performance it required an organization culture which allowing implementing marketing concept to achieve the excellence of marketing performance as a market orientation. Nevertheless, it appears an assumption that only market orientation is not sufficient so requiring firms to learn faster than their competitors. It needs also organization characteristics that are able to develop learning ability within organization that is learning-oriented led to improve understanding toward markets and as a whole would imply customer’s response in line with firms’ expectation. In this context, it is proposed a research model to analyze the relation between leaders’ characteristics and market orientation, market orientation and marketing performance, and learning orientation and marketing performance. This study used 62 sample managers or company leader of statue and relief in industry centric Mulyoharjo Jepara through purposive sampling technique. Data collection was undertaken by way of personally administered questionnaires which the analyzed with Smart Partial Least Square (PLS). From the research, it is concluded that learning orientation has a positive effect on organization marketing performance, market orientation has a positive effect on organization marketing performance, and leaders’ characteristic has a positive effect on market orientation. Keywords: Leaders Characteristic, Market Orientation, Learning Orientation, Marketing Performance